Circulation Planning: Five Critical Steps

Also ask cooperative databases for a list of recommendations with respect to new models to test.

4. Develop the circulation plan.

Balance mailings to your housefile with the desired level of prospecting. Following are a few rules of thumb for developing your circulation plan:

- About 40 percent of your circulation should be going to your housefile, and 60 percent to prospects. (This ratio will change if you’re in a growth mode.)